Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

Optimising Paths To Conversion

Optimising Paths To Conversion A quick introduction Boden Me

Johnnie Boden Tagman
We’ve been working with Tagman for 1 year, four months and 21 days and a bit.
Manage marketing tags.
Increase page load speeds.
Dedupe CPA channels.
Use fractional attribution models and marketing touch point data to revolutionise our customer engagement strategy…

Things I may have said
Channel attribution is necessary but doesn’t work for optimisation.
We need to be customer focused, not channel focused.
The customer is channel agnostic. “Shop your way” is the new norm.
We need to understand and optimise successful marketing co-operations.

So, what’s wrong with Attribution?

Optimising Paths To Conversion Attribution vs. Path To Conversion

Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click

Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click £24.40 £27.27 £40.00 £18.42 £23.94 £28.82 CPO 300 11 30 114 94 51 Orders First Click

Danger of last / first click is optimising away from conversions you cannot see.
Assist conversions and fractional attribution are part of the answer.
We’re currently defining a fractional attribution model with Tagman 3.
But the missing link in any attribution view is the relationship with other channels.

Path To Conversion data
If you don’t know what Tagman Path To Conversion (PTC) data looks like…

Optimising Paths To Conversion 123.04 U100849353 65970 UK Affiliate Window Click 01/06/2010 08:23 4 01/06/2010 08:26 123.04 U100849353 boden google.co.uk UK SEO Brand Click 01/06/2010 07:53 3 01/06/2010 08:26 123.04 U100849353 boden google.ie UK SEO Brand Click 31/05/2010 15:19 2 01/06/2010 08:26 123.04 U100849353 johnnie boden google.ie UK SEO Brand Click 06/05/2010 20:26 1 01/06/2010 08:26 42 U100849307 UK Direct to site Click 01/06/2010 08:08 2 01/06/2010 08:24 42 U100849307 minu boden google.it UK SEO Brand Click 28/05/2010 15:35 1 01/06/2010 08:24 72 U100849261 babycentre.co.uk UK Criteo Click 01/06/2010 07:56 2 01/06/2010 08:20 72 U100849261 60940 UK Affiliate Window Click 03/05/2010 11:43 1 01/06/2010 08:20 92 U100849215 johnnie boden UK PPC Google Brand Click 01/06/2010 08:02 1 01/06/2010 08:18 63 U100849208 UK Direct to site Click 01/06/2010 07:41 3 01/06/2010 08:17 63 U100849208 boden offers UK PPC Google Brand Click 01/06/2010 07:26 2 01/06/2010 08:17 63 U100849208 02f649_160x60 UK AOL Click 31/05/2010 22:04 1 01/06/2010 08:17 30 U100849170 67046 UK Affiliate Window Click 19/05/2010 09:01 1 01/06/2010 08:14 26.4 U100849148 67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148 02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148 UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time

Looks Ugly. Why PTC?
26.4 U100849148 67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148 02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148 UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time

Customer journeys across channels.

Successful paths and marketing combinations.

Successful sequences of marketing touch-points.

Successful sequences of marketing touch-points.
Successful timings for marketing touch-points.

How do we use this?
We need to import and aggregate this data in a meaningful way.
Identify and optimise beneficial marketing interactions
Minimise and remove unhelpful marketing interactions.

How do we use this?
310% £2,439 £93 £7,561 1.41% 81 3.3 5,745 PPC_Brand + PPC_Generic + Direct_To_Site 381% £1,211 £118 £4,615 2.21% 39 4.8 1,765 PPC_Brand + PPC_Generic + Email 127% £3,495 £82 £4,446 3.50% 54 3.7 1,543 PPC_Brand + PPC_Generic + Affiliates 240% £1,500 £100 £3,604 1.51% 36 3.3 2,384 SEO_Brand + PPC_Brand + PPC_Generic 132% £3,244 £95 £4,275 3.55% 45 5.0 1,268 PPC_Brand + PPC_Generic + Direct_To_Site + Affiliates 295% £1,584 £87 £4,677 1.50% 54 2.3 3,600 SEO_Brand + PPC_Generic 144% £4,237 £85 £6,120 3.61% 72 3.7 1,994 PPC_Generic + Direct_To_Site + Affiliates 319% £3,584 £103 £11,436 1.48% 111 2.2 7,500 PPC_Brand + PPC_Generic 224% £7,500 £100 £16,773 1.12% 168 2.3 15,000 PPC_Generic + Direct_To_Site 236% £5,686 £78 £13,420 1.40% 171 1.2 12,214 PPC_Generic ROAS Cost AOV Sales Value Conversion % Orders Touch-points / Path Customer Paths Path To Conversion – Channel Overlaps

Difficulties
Channel conversion rate = conversions
total visits
But for PTC = converting paths (channel A+B+C…)
non-converting paths (channel A+B+C…)
Which requires non-converting path data.
We have this but it looks even uglier (700k rows per day).
Also need aggregated costs for converting & non-converting.
And more granular marketing data.
We’re beginning to build this now.

Putting PTC into practice now

Optimising Paths To Conversion Autumn Prospect Catalogue campaign
Prospect Catalogue campaign mailed 27/7/10.
Customer offer of 10% OFF plus free delivery & returns.

Optimising Paths To Conversion Autumn Prospect Catalogue campaign
Prospect Catalogue campaign mailed 27/7/10.
Customer offer of 10% OFF plus free delivery & returns.
Non-responders mailed with £10 OFF follow-up voucher on 24/8/10.
We track response from the redemption of offer codes.
This gives a limited view of results with no channel interaction.
So we merged the offline data with Tagman data to give combined PTCs.

Optimising Paths To Conversion Prospect Catalogues & Paths To Conversion 84.55 U107304588 UK Direct to site Click 03/10/2010 11:43 7 03/10/2010 11:52 84.55 U107304588 54760 UK Affiliate Window Click 03/10/2010 11:33 6 03/10/2010 11:52 84.55 U107304588 UK Boden email Click 28/09/2010 16:43 5 03/10/2010 11:52 84.55 U107304588 boden google.co.uk UK SEO Brand Click 28/09/2010 16:12 4 03/10/2010 11:52 84.55 U107304588 UK Prospect Voucher DM 24/09/2010 3 03/10/2010 11:52 84.55 U107304588 boden UK PPC Google Brand Click 23/09/2010 18:01 2 03/10/2010 11:52 84.55 U107304588 1929S34K47476 67546 UK Affiliate Window Click 16/09/2010 08:48 1 03/10/2010 11:52 84.55 U107304588 UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:52 65.86 U107304142 boden google.co.uk UK SEO Brand Click 03/10/2010 11:33 8 03/10/2010 11:39 65.86 U107304142 903 03m807_10fdr_160x600f UK Platform-A View 03/10/2010 08:23 7 03/10/2010 11:39 65.86 U107304142 boden 67035 UK Affiliate Window Click 01/10/2010 11:52 6 03/10/2010 11:39 65.86 U107304142 UK Direct to site Click 01/10/2010 11:26 5 03/10/2010 11:39 65.86 U107304142 UK Prospect Voucher DM 24/09/2010 4 03/10/2010 11:39 65.86 U107304142 boden 105010 UK Affiliate Window Click 09/09/2010 19:06 3 03/10/2010 11:39 65.86 U107304142 9487S34 67546 UK Affiliate Window Click 08/09/2010 19:15 2 03/10/2010 11:39 65.86 U107304142 67035 UK Affiliate Window Click 05/09/2010 10:26 1 03/10/2010 11:39 65.86 U107304142 UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:39 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time

A total of 5,389 customers converted online.
3,420 customers converted with the voucher (a month later).
1,969 customers converted from the catalogue without a voucher.
Prospect Catalogue Touch-Point mix - 5,389 Prospect Catalogue - 3,420 Voucher Letter % Touch Points # Touch Points Total Campaign

Optimising Paths To Conversion Prospect Catalogue Touch-Point mix
Largest online touch-point overlaps are Direct To Site and Natural Search Brand.
Sequence analysis tells us 27% of first touch-points are Direct To Site (vs 31% for total touch-points)
82% of Direct To Site 1 st touch-points are converting.
Natural Search Brand accounts for 40% of 1st touch-points..
Only 46% of these convert from 1 st touch-point (vs. 31% for total).
There is also significant overlap with Affiliates and Display.
Paid Search is low due to ‘brand-off’ test.
- 5,389 Prospect Catalogue - 3,420 Voucher Letter 100% 10,153 Total (ex DM) 0% 20 Referrer 0% 50 Comparison Shopping 1% 109 Natural Search Generic 3% 304 Paid Search Generic 5% 556 Boden Email 9% 906 Display Advertising 9% 913 Paid Search Brand 11% 1,071 Affiliates 31% 3,097 Natural Search Brand 31% 3,127 Direct To Site % Touch Points # Touch Points Total Campaign

Optimising Paths To Conversion Catalogue Converters vs. Voucher Converters
PTCs converting without / before the voucher mail are Catalogue Converters
PTCs converting with / after the voucher mail are Voucher Converters.
- 3,420 - 1,969 Prospect Catalogue - 3,420 - 0 Voucher Letter 100% 6,723 100% 3,430 Total (ex DM) 0% 13 0% 7 Referrer 0% 28 1% 22 Comparison Shopping 1% 69 1% 40 Natural Search Generic 3% 196 3% 108 Paid Search Generic 6% 403 4% 153 Boden Email 9% 611 9% 295 Display Advertising 7% 491 12% 422 Paid Search Brand 9% 619 13% 452 Affiliates 32% 2,127 28% 970 Natural Search Brand 32% 2,166 28% 961 Direct To Site % Touch Points # Touch Points % Touch Points # Touch Points Voucher Converters Catalogue Converters

Optimising Paths To Conversion Catalogue Converters vs. Non-converters
Touch-points from Voucher Converters before voucher mail can be used as non-converting paths.
Catalogue Converters made 180% more use of Direct To Site than Catalogue Non-Converters.
60% less use of Paid Search Brand
125% more use of Display.
- 3,420 - 1,969 Prospect Catalogue - 0 - 0 Voucher Letter 100% 825 100% 3,430 Total (ex DM) 0% 3 0% 7 Referrer 1% 10 1% 22 Comparison Shopping 2% 13 1% 40 Natural Search Generic 5% 44 3% 108 Paid Search Generic 3% 24 4% 153 Boden Email 4% 36 9% 295 Display Advertising 30% 250 12% 422 Paid Search Brand 15% 121 13% 452 Affiliates 29% 238 28% 970 Natural Search Brand 10% 86 28% 961 Direct To Site % Touch Points # Touch Points % Touch Points # Touch Points Catalogue Non-Converters Catalogue Converters

Optimising Paths To Conversion Autumn Prospect summary
Majority of touch-point interactions are Direct To Site.
These convert better than other marketing channels from first touch-point and have a higher mix in Catalogue Converter PTCs.
Natural Search Brand converts worse from first touch-point and Paid Search Brand has a higher mix in Catalogue Non-converter PTCs.
This could be explained by the use of untracked landing pages versus the homepage.
Display interactions, though minimal, are co-operative, having higher mix in Catalogue Converter PTCs.

Spring Prospect Catalogue campaign

Optimising Paths To Conversion Spring Prospect Catalogue campaign
Prospect catalogue mailed with 15% OFF customer offer.

Prospect catalogue mailed with 15% OFF customer offer.
Non-responders sent follow-up £10 voucher letter.
Customers asked to redeem offer and voucher via unique landing page urls.
Landing pages use Tagman to insert ‘Prospect Mail’ touch-point into PTC.
Also added retargeting tags to landing pages to create unique customer segments.

Prospect segments retargeted via three networks.
Banner creative and offers are complimentary to catalogue and voucher mailings.
CPC & CPAs are set at higher priority than other retargeting campaigns.
We expect to increase conversion of online repsonders for this campaign.
And our understanding of marketing co-operations for future campaigns.

The journey ahead

The journey ahead
Capture all online interactions in PTC.
Integrate with offline data for single view of marketing touchpoints.
Combine with CRM data, purchase history and social interactions to give 360 degree the customer.

The prize
We will know what marketing interaction is required to increase conversion to new customer, repeat customer and brand advocate.
We will know how and when to intervene to prevent the loss of customers.
We will know how and when to cross-sell other departments and shopping channels.
We will be able to personalise the customer’s downstream marketing communications based on upstream touch-points.
We will provide a relevant and consistent brand experience across all marketing channels.

The end.
Thank you very much for listening.
Watch this space
Oliver Elliott http://uk.linkedin.com/in/olivervelliott

Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

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Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition Presentation Transcript